PPC doesn’t have to be expensive if you set up and optimize your campaigns correctly. It’s all about being intelligent with your targeting and keywords and ensuring you’re monitoring performance accurately. You can pause campaigns at any point too so if we find a particular search term is becoming too competitive, there’s always the option to stop and review.
One of the main benefits of pay-per-click marketing is that it provides almost instant feedback. Once your ad campaigns are set up and running, they will immediately start driving targeted traffic to your website.
Depending on whether you’re a new advertiser or have an existing account, our PPC services will include an initial audit and research, set up of the account, keyword selection, and creation of ad copy. The ongoing management is based around monitoring and optimizing the account performance, ensuring that it runs as cost-effectively as possible while working towards your KPIs.
Our process involves finalizing contracts, connecting with accounting, implementing initial audits and conducting thorough kick-off meetings.
Within 72 hours of receiving a signed contract, our Accounting Department will be in touch with a request for the initial payment.
Prior to the client kickoff meeting, the team will have requested access to all necessary platforms and reporting tools, which will be used to perform an initial audit of all relevant systems and past marketing activities.
If you haven’t already defined an annual marketing budget, we will build one with you collaboratively. This budget will be derived from real, meaningful, benchmark data that we plug into a business math formula to determine your COCA (Cost of Customer Acquisition). Some example metrics within the formula include:
- Monthly Website Visits
- Visit-to-Lead Conversion/Sale Percentage
- Lead-to-Opportunity Conversion Percentage
- Opportunity-to-Customer Conversion Percentage
- Average Initial Order/Contract Value (IOV)
- Average Lifetime Value (LTV)
From here, we can begin to determine necessary, profitable budgets based on your goals and benchmark data, and begin to project marketing ROI as well.
We determine success metrics for all program activities by performing a COCA (cost of customer acquisition) analysis prior to any contracting.
We consider metrics like our client’s customers’ LTR (lifetime revenue), gross margin, LTV (lifetime value), and COCA% to determine a max COCA$ that ensures a program with eventual ROI.
For lead generation campaigns, we also consider monthly objectives like website visitors, leads, qualified leads, opportunities, and customers along with the conversion rate at each point.
Paid/direct response KPI examples would include metrics such as impression share, CPC, CTR, landing page engagement, and conversions.
We track KPIs through a varied tool stack including Google Analytics and HubSpot..
- Paid social media advertising targets buyers during different stages of their buyer’s journey (awareness, consideration, and decision), whereas paid search advertising mostly targets people in the consideration and decision stages.
- Paid social media advertising is “passive” in that the advertisement is delivered to people that match certain audience criteria as opposed to paid search advertising where the advertisement is delivered to people based on their “active” keyword search on websites like Google, YouTube, etc.
To begin with, is very important to stress out that only a small percentage of your investment can be measured for ROI within the same period that the investment was made – the majority of your investment will result in assets that drive audience growth long after our work is done.
Project contracts are services that start and complete between 1-4 or more weeks. In order to begin the contract a payment of 50% of the total investment is due on or before the date of the kick-off project. The second and final invoice for the remaining balance of the total investment will be sent when the scope of work is complete. This invoice is “due upon receipt.” Projects are priced at a flat rate. Project pricing can vary greatly (or 1k-20k) due to the amount of work that a client may or may not need to establish their foundation, or what we call an “ecosystem.”
Recurring Service Contracts are services that repeat on a monthly basis. Payments are due on or before the 1st of each service month. Recurring Service contracts are priced as a management fee/base retainer+% ROAS. Recurring service pricing can vary greatly due to the number of areas of our client’s “ecosystem” that we manage and execute. Our pricing does not include advertising spend as those fees are paid directly to advertising channels.
Pay for Performance are special contracts that can be possible upon a discussion on certain conditions.